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Hootsuite Advanced Social Media Strategy Answers
What is the best example of a piece of content that could be shared on social media to help improve customer satisfaction?
Share a popular meme
Create a video highlighting a customer of the month
Share a photo from a community event you attended
Introduce your newest employee
None of these
The terms ‘Content Marketing’ and ‘content curation’ can be used interchangeably.
True
False
If a goal is "increasing brand awareness while increasing behavioral actions" (for example, driving traffic and increase sign ups), which one of these would not likely be a strategy for a social media strategist?
Content Curation
Influencer Marketing
None of these would likely be a strategy for a social media strategist
Employee Advocacy
Content Marketing
Using branded social accounts on channels like Facebook, Twitter, LinkedIn, and even Instagram to drive traffic to your content is an example of:
Paid media
Converged media
None of these
Owned media
Earned media
Review Later
Which one of these is not part of a Content Marketing Strategy?
Provide valuable relevant and consistent content
Generate pieces of content with the hope that they will go viral
Help attract and retain a clearly-defined audience
How you will plan, produce, promote and measure your content
A social strategist can support content marketing by:
Listening to what your audiences are responding to and providing those insights to the content team.
Having a strategy in place to determine what pieces of content you want to create and execute on each channel.
None of these
Knowing the specific social channels you should market on.
All of these
Updates on Twitter go by very slowly and resonate with audiences over a longer period of time; this means that determining the optimal time of day for certain Tweets is of minimal importance.
True
False
The biggest challenge for sharing content on Twitter is?
None of these
Determining quality vs. quantity of tweets and content shared
Determining the right time to post to reach your audience as updates go by very quickly
All of these
The appropriate balance of text, visuals and video
Content Curation is the collection, filtering, and organization of content that you subsequently share with others in your network.
True
False
Benefits of Social Listening to Content Marketing include:
All of these
How they can best reach their target audience.
Where their target audience spends most of their time.
The type of content their audience likes to share.
Which of the following is a reason why content curation is an important concept when applied to your Social Strategy?
Allows you to supplement your own content efforts by sharing efforts from other credible sources.
Demonstrates to your audience that you have your pulse on the latest trends and news, and that you understand what they are interested in reading.
Can help position you as a thought leader.
All of these.
None of these.
A content calendar should include:
The specific messaging.
Daily, weekly, monthly breakdown of the date and time you intend to post.
Trackable tactics and actions to ensure support to business goals.
All of the these
The channels you intend to post on.
Curators need to have a clear objective on what they want to accomplish when sharing content with audiences to:
All of these
Position you or your organization as a thought leader
Demonstrate to your audience that you understand what they are interested in reading
Organize, filter and present information to add value for audience
What are the benefits of using a content calendar?
Regular and consistent content
Better connect and align with goals and objectives
All of the these
Big picture view to identify gaps and opportunities
Facebook is a great place to engage with content, but what is a key challenge Social Media Strategists face on that platform?
Algorithm is constantly being changed and updated, making it harder to reach an audience without paid advertising.
Advertising features and products on the site are counter-intuitive to use.
Editing and filtering content using native tools supplied in the platform presents a steep learning curve.
Video is consistently de-prioritized which makes it difficult to get an audience’s attention with that medium.
Creating an Instagram ad is an example of how content is distributed using the ______ media model.
Shared
Owned
Earned
None of these
Paid
The ability to get people to perform desired actions on social media is called “social engagement”.
True
False
FTC does not currently have guidelines for how organizations can engage, and work with, Social Media Influencers.
True
False
When you examine the demographics of a Social Media Influencer’s audience, with a view to understanding the extent to which he/she will be able to make contact with your own target audience, you are trying to understand their:
Relevance
Resonation
Reach
None of these
Research
Which one of the following is NOT one of the three Rs for identifying the fit of a potential Social Media Influencer?
Research
Resonate
Reach
Relevance
_____________________ refers to the exposure that an organization’s staff generates for the brand using their own social media channels.
Employee Advocacy
Brand Boosting
Stakeholder Amplification
Staff Content Engagement
Meta-Reach
There are many different types of social media influencers; those who are connected with specific areas of expertise or industries are often referred to as examples of:
Employee Advocates
Influential Consumers
None of these
Experts and Opinion Leaders
Popular Influencers
A ___________ is someone with the ability to affect the decisions or thoughts of others through social channels. Examples of people like this includes Gary Vaynerchuk, Deirdre Breakenridge, and DJ Khalid.
PR Professional
Social Media Strategist
Social Media Influencer
PR Strategist
None of these
______________ are outside the organization and create their own communities, whereas ______________ are people who have an invested interest in your brand and message.
Ambassadors, influencers
Influencers, ambassadors
Celebrities, advocates
Advocates, celebrities
None of these
Let’s say you are scouting a social media influencer for an upcoming influencer marketing campaign your organization is running. Which term best describes the process of reviewing the content this influencer shares with his/her audience to evaluate whether it would be of interest to your own target audience?
Relevance
Reach
Resonate
Research
Which of the following is a benefit of working with Social Media Influencers?
They require no compensation for working with businesses.
None of these
All of these
By law, the compensation they receive must be “in kind”, e.g., goods and services produced by your organization.
They personalize their content and make personal connections with their audiences.
Influencer marketing is best described as:
Exploring the data through listening and monitoring for a brand.
Pitching influencers campaigns and posts you want them to share only on social media.
Identifying and working with individuals who have impact with (and can help reach) your key audiences.
Paying influencers an undisclosed “honorarium” in exchange for promotion of an organization’s products or services.
Which one of the following is not a good reason to choose a Social Media Influencer?
They have the unique ability to “get people to do things”. That is, they drive actions like conversations, and create engagement with your audience.
None of these.
They have a large number of followers on social media.
They can drive word of mouth communication, which has become more effective and relevant for social media strategists to align with - in both marketing and communications.
They have built their own communities through consistent and trustworthy exchanges online and even in person.
Employee advocacy refers to the exposure that an organization’s staff generates for the brand using their own personal social channels. Employees are trusted less than the CEO, senior executives or activist consumers to communicate on topics about their organization.
True
False
What are NOT some of the things you have to keep in mind when evaluating certain personality traits of social media influencers?
Passion
Credibility
All of these
None of these
Trust
Voice
_____________ drive word of mouth communication for marketing and communication campaigns on social media.
None of these
Social Media Gurus
Social Media Influencers
Social Media Coordinators
Social Media Content Creators
______________ are specific steps an organization will take to achieve set Goals and Objectives, and meet KPI’s, and _____________ are the specific things an organization does to support them.
Tactics, Directives
Directives, Strategies
Strategies, Tactics
Performance Targets, Performance Indicators
What of the following is NOT a characteristic of an effective vision statement?
Bold
Forward-looking
None of these
Purpose-driven
Systematic
A ________________ is an evaluation of a company’s social media presence, and helps you to assess how well your current social media usage is working for your organization.
SWOT analysis
Social media audit
Brand audit
All of these
Research analysis
To create an effective vision statement, it has to be:
Present-focused
Clear and concise
All of these
None of these
Realistic
Concise
When evaluating your external environment in the Strategic Planning Process, the component that takes into consideration consumer behavior and generational differences is called:
Legal factors
Technological factors
None of these
Social factors
Political factors
An internal and external audit of our current business situation, and where the business is heading is called:
Situational analysis
Goal statement
All of these
Competitive analysis
Objective statement
The SMART criteria for Objectives includes being Specific, Realistic, Manageable, Relatable, and Time-specific.
True
False
Measuring an organization’s strategy outcomes, analyzing, and making improvements is not part of an effective social media strategy.
True
False
IKEA has this statement that is part of their brand culture: To create a better everyday life for the many people. This is an example of a:
Quarterly Tactic
Strategy statement
Culture Manifesto
Vision statement
_________ stakeholders are not necessarily on the radar for the company yet, but they may be in the future. These are individuals who may have a staying power and presence not only on the current platforms today, but they are the rising content creators who are transforming the way brands and others interact with them.
Primary
Excluded
Secondary
Emerging
None of these
The digital skills gap is the divide between the technological skills a job requires and the skills a worker possesses, because:
All of these
Having a strong training program to prepare the necessary skills and insights needed for a brand is one of the ways to not only create strong employees, but be able to retain them.
You either have to hire them from outside of the organization, or do it internally.
Making sure you are retaining your skilled employees is also going to be a challenge in this new marketplace.
There is a growing need to attract talent to be able to do the work.
______ are examples of engagement metrics.
Comments
None of these
All of these
Shares / RTs
Mentions
__________ are numbers or stats that look good on paper, but are of limited actionable value.
Vanity Metrics
Advanced Metrics
Social Metrics
Basic Metrics
Measuring your ROI can:
Identify key strengths and weaknesses in a brand.
Make networking connections.
Enable you to brainstorm and play around with new ideas for your brand.
Prove the value of social media to your organization’s overall goals and business objectives.
Create opportunities specifically with influencer marketing.
_____ metrics focus on the number of people who have taken your desired action.
Conversion
None of these
Conversation
Listening
Engagement
_______ are the project road map - they define a set of supporting actions to ensure that the broader goals are accomplished. They guide specific steps or tasks that must be completed to reach the goal; they should fall within the SMART framework.
KPIs
Analytics
Objectives
All of these
Metrics
Follower count is an example of an advanced metric.
True
False
Measurable items that can be tracked to measure performance are called:
CTRs
Metrics
None of these
Call-to-Actions
KPIs
There are some basic metrics to be calculated by the social media strategist, and then there are some business metrics calculated by other business executives and different business stakeholders, however, it is also important for the social strategist to understand what these are to help ensure social is being integrated strategically and fully into the organization.
True
False
Qualitative Data is not as important as Quantitative Data to help tell a story and demonstrate insight into the success of a campaign.
True
False
Bounce Rate shows:
The percentage of page visitors who leave your website after viewing only one page.
The number of people clicking through to your content from social.
None of these
The share of traffic driven by each channel.
All of these
__________ data is the hard numbers of measurement, whereas __________ data is the meaning of hard numbers.
Secondary, primary
Primary, secondary
Digital, analogue
Qualitative, quantitative
Quantitative, qualitative
______ in social media provide third party expertise and insights on a variety of topics for brands like strategy, creative, and education.
Emerging Stakeholders
Agency Partners
Regulators
Content Strategists
Ambassadors
Social media strategists help decide what tools to use and the social media tactics that directly support the strategies.
True
False
_____________ key performance indicators are those that are consistently tracked over time (ex. yearly) whereas _____________ key performance indicators are those tracked based on initiatives that may change year over year.
Campaign, brand
Goal-specific, static
Static, goal-specific
Brand, campaign
Social media goals should correlate directly with your company’s overall corporate goals - and be broad enough to permit multiple supporting objectives.
True
False
What is an example of a social media goal?
Increase reach on social media channels
All of these
Increase customers and audiences on all active social platforms
Increase unique visitors on all active social platforms
Increase brand awareness on social media channels
“How are we going to get there?” is a key question a social media strategist needs to ask when constructing social media strategies aimed at achieving social media goals and objectives.
True
False
_______ are the overall desired social media results toward which an organization directs its efforts and ambitions.
Social Media Initiatives
Social Media Strategies
Social Media Goals
Social Media Objectives
Social Media Tactics
Planning your social media budget will take both time and resources, but only the social media strategist can create this for a brand.
True
False
Quantifying social media activities is part of the ______ of the social media campaign proposal.
Strategies
Objectives
None of these
Goals
Measurement
A social media ___________ is how you will accomplish your social media goals and objectives.
Value Proposition
Mission
Strategy
Tactic
Procedure
With respect to Social Media Marketing, what does a Content Strategist do?
Creates Social Media Strategies
Coordinates content creation for social media platforms
Plans content reports
None of these
Measures social media assets and data
A document that outlines what company information is considered to be confidential and not be disclosed online is best described as a:
Social media guideline
Social media policy
Social media strategy
Social media culture
None of these
Which term best describes the way in which an organization responds to a crisis situation and key stakeholders.
Authorization
Authenticity
Engagement
Listening
None of these
Knowing how successful you can be or how to evaluate your success in the social media campaign is an example of the _______ component of the SMART model.
Measurable
Realistic
Specific
Time-specific
The SMART criteria is a guide for constructing effective strategy statements.
True
False
Social media guidelines are not mandatory for teams or campaign - but are optional and highly advisable.
True
False
Having ___________ is key to making sure the social media goals are achieved for a campaign.
Social Media ROI
Social Media Objectives
Social Media Budget
Social Media Procedures
Social Media Methodologies
Training and educating team members on social media can come in many forms, including online courses and videos, real-life scenarios and case studies, and in class training sessions, but it will not help close the Digital Skills Gap in your organization.
True
False
A ______________ is a document intended to educate employees on using social media in particular workplace environments and scenarios.
Social media template
Social media guideline
Social media game plan
Social media policy
None of these
I will increase my audience on Instagram by 1,000 by Q3. Q3 is part of the _____ component of the SMART model.
Realistic
Specific
None of these
Measurable
Time-specific
A component that is needed to accurately set up a budget within a social media strategy includes the following:
Paid and Advertising
All of these
Software and tools
None of these
Content
Campaigns and Promotions
‘Improve social media sentiment on Facebook by 15% in 6 months’ is an example of a Social Media:
None of these
Strategy
ROI
Tactic
Goal
Objective
Commonly used KPIs in social media campaigns includes all BUT
Social media brand value
Social media reach and influence
Social media presence
Social media engagement
Social media policies are more comprehensive than social media guidelines since they include more details on legal implications, regulations, rules, and consequences.
True
False
Increasing lead generation effectiveness is considered to be the _______ for a campaign, whereas increasing the amount of leads by 50% via social media channels (like FB) to help with sales in Q2 is an example of a __________.
Tactic, strategy
Objective, goal
Strategy, tactic
None of these
Goal, objective
Increasing reach by 500 followers in a span of a month on Instagram is an example of what type of SMART criteria?
Time-specific
None of these
All of these
Specific
Measureable
A ______________ is responsible for measuring and reporting across the entire social media program while seeing the “big picture” of what is going on social media.
Content Creator
Content Analyst
Community Manager
Social Media Manager
Social Analyst
None of these
___________ are short term actions undertaken in support of __________ in a social media strategic plan.
Objectives, goals
Tactics, strategies
Strategies, tactics
Goals, objectives
Keeping your social media goals challenging yet realistic represents the _______ component of the SMART model.
Specific
Relevant
Achievable
Measureable
None of these
_____________ is considered to be a comprehensive listening and monitoring social media management platform.
Buffer
HubSpot
Klout
Hootsuite
ZenDesk
______ is the consistent process of tracking and measuring your industry, whereas, ______ focuses on keeping your ear to the ground.
Research, strategy
Strategy, research
None of these
Monitoring, listening
Listening, monitoring
Not engaging in “flame wars” or speaking in offensive language when engaging with your audience on social channels means you are responding with:
Respect
Transparency
Reaction
Admiration
Toughness
Measurement tools available directly from Twitter or Facebook social platforms are called:
Targeted Ads
Native Platform Analytics
Sentiment Analyzers
Multi-metric Tools
None of these
Effective social media listening best practice(s) include being able to track online conversations for:
Reach
None of these
Share of voice
All of these
Sentiment
A social media team has been tasked to drive 25% more traffic to the company’s new product landing page through Facebook in Q1. _______ on a daily or weekly basis allows the team to make adjustments to the content to help achieve those goals.
Competitive Analysis
Listening
None of these
QBRs
Monitoring
Influencer Marketing
The measurement of the number of people who have seen your content on social media is called:
Influence
Conversion Rate
Engagement
Reach
Impact Rate
Before responding to respond to a negative post on social media, a final question to ask is will responding help the poster and readers / audience. Other important questions to ask before deciding to respond to a negative post include:
Inflamed - Is the post a rant, joke, ridicule or satire?
Is the person a troll, do they have a history of bashing others?
All of these
Unhappy - Is the post a result of a negative customer experience?
Misguided - Are there erroneous facts in the post?
Social media listening is easier and more accurate with all of the tools that are available for social media managers to use.
True
False
Monitoring is an important activity for social media strategists because:
None of these
All of these
It helps with content marketing activities on social channels
It can help proactively identify potential risks and crises
It contributes to better understanding competitor activities
Roles do not need to be assigned when it comes to establishing a listening and monitoring plan.
True
False
Competitive analysis is a type of ___________ and helps with _________________ .
Listening, campaign optimization
Listening, early warning sign detections
Monitoring, legal frameworks
Monitoring, gaining insights
None of these
Tools that focus on one or more metrics on a variety of different channels are called:
Omni-Channel
None of these
Channel Based
Multi-metric
Multi-Platform
Spotting emerging trends is most commonly associated with social media listening.
True
False
When responding to audience members with messages that reflect the brand's personality and values of the company, you are responding and focusing on:
Tone of voice
Transparency
Timeliness
None of these
Respect
A SWOT analysis in a social media plan focuses on:
Evaluating your internal culture and network within the company or brand
Proposing crisis plans to prevent a situation from escalating
Assessing where your organization is sitting right now, and where you have opportunities to grow
Creating strategies like influencer marketing and networking online
Measuring the efficiency of your expenditures by factoring the return on these expenditures in relation to the cost of investing is often referred to as:
Return on Relationships
Return on Influence
Return on Investments
Return on Revenue
A good web developer can work with the social media team to help configure and integrate social technologies as stand alone efforts or into existing systems.
True
False
Social Media Objectives should be worded at a high level, with specifics kept to a minimum, to provide team members maximum flexibility in how they are interpreted and applied.
True
False
Improving brand awareness and reputation is an example of an objective for a social media campaign.
True
False
Implementing a Facebook live Q&A video session with Gary Vaynerchuk at SXSW to share with audiences is best described as an example of a Social Media:
Directive
Tactic
Strategy
Objective
Goal
Creating visual content like photos and videos are a key part of a social media plan, but luckily creating content is free, and does not need to be incorporated into the social media budget.
True
False
Social Media Marketing has become a staple and main area of specialization and practice within brands, corporations, and agencies today.
True
False
Strategies are specific and measurable ___________ an organization intends to achieve.
Values
Initiatives
Goals
Tactics
KPIs
___________ is deciding which potential customer segments or personas the company will focus on and __________is developing personas by dividing an entire market into different market segments.
Primary research, secondary research
Segmenting, targeting
Secondary research, primary research
Targeting, segmenting
_______, like share of voice and sentiment in social media updates, can be used to gauge the achievement of a social media objective in a quantifiable way.
PoVs
CRMs
CTRs
KPIs
